(3) Quantitative Research

Question 1

Questionnaire Design - Contents

Answer 1

• Brand Awareness
• Brand Satisfaction
• Brand Preference
• Purchase Intention
• Personal Info (experience, demographic)

Question 2

Questionnaire Design - Scales

Answer 2

• MCQ
• Ratings
  
  • Likert scale (strongly agree - strongly disagree)
  • Semantic differential scale (poor - good quality)
• Open-ended (not too many!)

Question 3

Questionnaire Design - Wording

Answer 3

• Be specific (avoid “normally”, “regularly,”…)
• Don’t ask leading questions
• Avoid double-barreled questions (how would you judge X based on Y and Z?)
• Be sensitive to issues of “framing” (alternate frames: should forbid, then, should allow)

Question 4

Questionnaire Design - Q Order

Answer 4

• Start with non-threatening questions
• Questions should flow logically
• Ask the most important topic first
• Go from broad to specific
• Be aware of order bias and randomize orders

Question 5

Survey - Administration (3 ways)

Answer 5

Personal
- Instant clarification, high response rate
- Costly, interviewer bias

Telephone
- less costly
- Negative attitude to telemarketing

Mail/Fax/Magazine insert
- Best for personal or embarrassing topics
- Low response rate

Question 6

Sampling (((())))

Answer 6

Population > All students on campus
Sampling frame > currently enrolled
Sample > 100 students
Element - One student

Question 7

Sampling Techniques

Answer 7

Random
- every member of the population has aa known probability of being included

Stratified
- Random after grouping the population into strata (per criteria)

Cluster
- Random sampling of groups

Convenience
- easiest population members for the researchers

Question 8

Random Sampling

Answer 8

1. Population
2. Assign a number between 1 and N to each element
3. Generate n different random numbers between 1 and N
4. Form sample

Question 9

Stratified Random Sampling

Answer 9

1. Population
2. Grouped into mutually exclusive stata or segments
3. Chosen sample forced to contain units from each stratum

Question 10

Cluster Sampling

Answer 10

1. Population
2. Divide the population into subgroups
3. Select random sample of clusters
4. Members of cluster interviewed

Question 11

Limitations of surveys

Answer 11

• Low response bias
• Causal Relationship

Question 12

Experiment - Causal Relationship

Answer 12

Condition to establish causality ( X -> Y)
1) Concomitant variation (correlation) : X up/down, Y u/d
2) Time order of occurrence: X before Y
3) Control of alternative factors: X with A -> Y

Question 13

Experiment - Cause-and-effect

Answer 13

• Measuring cause-and-effect relationships by manipulating independent variables to determine the effect of changes on dependent variables
• Cause-and-Effect Relationship
  • IV precedes DV
  • Controlling other factors than IV

Question 14

Experiment - Multiple Factor Design

Answer 14

• More than one Independent factor
• Useful when you believe the effect of one factor depends on the other factor

ex: does the effect of price cuts on sales depend on the level of ad spending ?
Factor 1: Price cut (0% vs. 10%)
Factor 2: Increase in ad spending (0% vs. 50%)